COMPANY PROFILE
Cheryl Taylor, Editor, talks to Gary Potter, Director, Heavenly Feet
Tell us about your Company history. What’s the story behind the brand? In 1997 we expanded the business and re-branded the Company to Silentnight Footwear as we were a dominant slipper supplier in the UK. We had a strong range of in-house and agency slipper brands alongside a thriving MTO business but no everyday footwear. That changed in early 2002, when I started to develop a small range of comfort focused ladies shoes. I continually developed the comfort aspect of the product and in 2007 re-branded the range to Heavenly Feet.
Do you have a brand philosophy? Comfort and quality is paramount in all our products. When developing our collections we subscribe to comfort, quality, style and value. This philosophy extends across all brands in our portfolio.
What sets your Company’s products apart from the rest? Despite the current economic climate we are finding favour with many retailers as the Heavenly Feet brand is perfectly placed in the market to offer a high quality product, at an attractive retail ticket coupled with very strong retail sell through. Retailers are taking full advantage of the
20 • FOOTWEAR TODAY • AUGUST 2012
increasing popularity of the Heavenly Feet brand and with good margins available are also making money. New retailers are coming on-board with the Heavenly Feet brand all the time so demand is strong.
Where are you based and where do you manufacture? We are based on a picturesque farm in the heart of Leicestershire. The hub of the business is our purpose built offices and double floor showroom. The showroom is a beautiful building with dedicated brand displays and development and conference areas. This is the perfect place for our customers to visit and experience all the brands we offer.
We manufacture in The Far East and Europe mainly but have contacts in several other Countries and source products from these Countries when appropriate.
How many people do you have working for you? Do you have a high turnover of staff? We are a small, dedicated team and have an exceptionally low turnover of staff. We’ve had some new faces join our team recently as the Heavenly Feet brand continues to grow.
How do you market your products? Do you use social networking? We regularly advertise in trade press but also consumer press with a mixture of adverts, advertorials and product/brand features. We have a dedicated ecommerce website for Heavenly Feet and use Twitter. Our Sales Agents are opening new doors all the time and increasing the exposure of the brand and we also have a high level of retailer recommendation which is highly appreciated.
And the next step? Any plans for the future, new lines, etc? We are continually developing our products to grow our business and there is never a dull moment or quiet day in the office. A lot of time is spent working on new developments with new and existing factories. We are in the process of bringing back in-house our distribution. The growth of Heavenly Feet has led us to open a new larger warehouse and all AW12 deliveries will be dispatched from here by our own warehouse team.
How do we contact you? Tel: 01858 414424 Fax: 01858 432669
enquiries@silentnightfootwear.co.uk www.silentnightfootwear.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124